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Case Study: Apéricube (Bel Group) achieves 11‑point higher sales lift and 2.6× return on ad spend with Facebook Ads
A Facebook Case Study
Facebook adds flavour to TV campaign
Bel-owned Apéricube, a colorful cube‑cheese brand, wanted to refresh perceptions in France and win a younger audience. The goal was to reach about 28 million people and drive incremental sales by engaging 25–49 year‑olds who were hard to reach with existing TV work.
Bel ran a combined TV and social campaign, adapting TV spots into 1:1 product‑packaged videos for Facebook and Instagram, posted twice weekly and targeted to cheese/aperitif interests (ages ~15–56). The integrated approach delivered a 2.6x return on ad spend and an 11‑point higher lift in sales for Facebook+TV together than the sum of each medium alone; Facebook accounted for 33% of incremental sales among 35–49 year‑olds (vs. 25% for other ages), and the ads reached 32% of French households.
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